Feeds

Controversial ad serving firm Adzilla pulls out of the US

'We have stepped out for a little...'

High performance access to file storage

Controversial behavioural advertising firm Adzilla has reportedly quit the US market. The move follows the resignation of chief exec Toby Gabriner.

Gabriner told the New York Times that a stronger than expected backlash against the privacy implications of its Phorm-like technology derailed the firm's business plans. "It’s not like I didn’t know that privacy was a potential third rail," he said. "None of us saw that it would become this much of an issue this quickly."

Adzilla plans to try its luck with Asian ISPs, who have a different take on privacy, according to Gardiner. A revamp of its technology may also be on the cards, in a message on the firm's website (possibly taken after mixing happy pills with too much caffeine) is to to taken at face value.

"Excuse the construction. We have stepped out for a little...to develop new solutions and services to delight users and enhance the online ecosystem experience," the notice states.

Adzilla is yet to respond to our request to shed light on this statement or explain its new business model. Most of the firm's workforce have reportedly been laid off in the latest blow against players in the controversial targeted advertising space.

Congressional hearings on behavioral advertisers have pulled the rug from under the business model of firms such as Adzilla and NebuAd by prompting ISP partners to back away from relationships over concerns that partnerships in the area, especially those without explicit user consent, could invite tighter regulation.

So firms like Adzilla are left with an uphill task of getting punters to consent to having their surfing monitored with few tangible benefits in return. "Without massive consumer value proposition, I think this fails. I don’t think consumers want to opt in simply to get better ads," he said. ®

High performance access to file storage

More from The Register

next story
A black box for your SUITCASE: Now your lost luggage can phone home – quite literally
Breakfast in London, lunch in NYC, and your clothes in Peru
Broadband Secretary of SHEEP sensationally quits Cabinet
Maria Miller finally resigns over expenses row
Skype pimps pro-level broadcast service
Playing Cat and Mouse with the media
Beat it, freetards! Dyn to shut down no-cost dynamic DNS next month
... but don't worry, charter members, you're still in 'for life'
EE dismisses DATA-BURNING glitch with Orange Mail app
Bug quietly slurps PAYG credit - yet EE denies it exists
Like Google, Comcast might roll its own mobile voice network
Says anything's possible if regulators approve merger with Time Warner
Turnbull leaves Australia's broadband blackspots in the dark
New Statement of Expectations to NBN Co offers get-out clauses for blackspot builds
Facebook claims 100 MEEELLION active users in India
Who needs China when you've got the next billion in your sights?
Facebook splats in-app chat, whacks brats into crack yakety-yak app
Jibber-jabbering addicts turfed out just as Zuck warned
prev story

Whitepapers

Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
HP ArcSight ESM solution helps Finansbank
Based on their experience using HP ArcSight Enterprise Security Manager for IT security operations, Finansbank moved to HP ArcSight ESM for fraud management.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Mobile application security study
Download this report to see the alarming realities regarding the sheer number of applications vulnerable to attack, as well as the most common and easily addressable vulnerability errors.